I lead brands for products that are hard to explain.
I’m John Baker, a brand and marketing leader with 15+ years across agencies and in‑house teams. At AIRCO, that’s meant jet fuel made from CO₂, a fragrance made from captured carbon, and fuel systems for defense. I built and lead the brand and marketing function there, owning positioning and go‑to‑market across commercial, government, investor, and cultural audiences. Before that, I worked on global brands like AT&T and Target and founder‑led companies like Hims & Hers and Harry’s. My work covers brand and category development, go‑to‑market and integrated launches, creative direction, partnerships, and PR.
Selected work
About
Brooklyn, NYAt AIRCO, I’ve led the brand while the company’s products and audiences changed. The work ranged from launching a fragrance at Selfridges to helping explain synthetic fuels to airlines and defense customers.
Before AIRCO, I spent more than a decade at agencies, working with founders and global marketing teams. That experience shapes how I lead: connect the business problem to a clear idea, then give the team the direction to make it work.
My title at AIRCO is Director, Brand. I joined in 2021 as the company’s third marketing hire and the senior one, brought in to lead the team, when the company was best known for a vodka made from captured CO₂. The team grew to 13 at its peak. Its members reported to the CEO with dotted lines to me, and I owned the marketing budget. I’ve led brand strategy, positioning, launches and partnerships, and the PR agency relationship as the business moved into sustainable aviation fuel and fuel systems for defense. The design and production work came from partners I briefed and directed, including Closer, Mouthwash Studio, Mythology, Tall Poppy, and Social House.
At Mythology, the independent creative agency founded by Andy Spade and Anthony Sperduti as Partners & Spade, I worked on brand strategy for founder‑led companies and global brands, including Hims & Hers, MIRROR, Harry’s, Away, Allbirds, Warby Parker, A24, Target, Coca‑Cola, and Dick’s Sporting Goods. Before that I spent four years at Grey Group on AT&T, DIRECTV, Canon, and Pfizer Consumer Health, after starting out at VML, TBWA\Chiat\Day, and Ogilvy.
I also mentored in AIRCO’s Air Scholars program for New York City high school students, and co‑authored a peer‑reviewed paper on it in iScience.
I have a BS in Advertising from the University of Florida, and I live in Brooklyn Heights.
- AIRCO (formerly AIR COMPANY)
Director, Brand2021–Now - Mythology
Senior Director / Senior Account Director2017–2021 - Grey Group
VP Account Director / Account Supervisor2013–2017 - VML
Senior Account Manager2012–2013 - TBWA\Chiat\Day
Account Supervisor2010–2012 - Ogilvy
Program Manager, Digital2009–2010 - University of Florida
BS, Advertising2004–2008
Press & recognition
AIRCO, 2021–2026I run press in‑house at AIRCO and manage our PR agency directly. When I joined in 2021, the company was best known for a vodka made from air. Since then the coverage has followed the business into fragrance, jet fuel, and defense. Below is a selection of dedicated coverage, then awards, with the recipient of each noted.
Counted from AIRCO’s three press trackers after removing duplicate records of the same story, and excluding syndication, pickups, and press‑release distribution.